Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and realism must be high to produce verisimilitude and, in turn, sufficient sympathy and empathy to influence attitudes.
Kilic, Ozcan; Stoica, Michael; Nachbagauer, Andreas; and Miller, Darryl
"Modeling Austrian Consumer Responses to a Vignette Television Commercial Drama For a Vacation Resort Destination,"
Atlantic Marketing Journal: Vol. 10
, Article 7.
Available at: https://digitalcommons.kennesaw.edu/amj/vol10/iss1/7
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